基于系统动力学的B2C电子商务商业模式研究
发布时间：2018-08-12 10:18
【摘要】：商业模式是对于企业如何创造价值和传递价值并获取价值的抽象化理性认识,是企业核心竞争力所在。本文基于价值创造视角,以B2C电子商务商业模式为研究对象,研究如何有效构建能够为企业带来持续价值创造的商业模式以促进B2C电商企业的健康可持续发展。首先,本文系统回顾商业模式、电子商务商业模式相关研究,基于价值创造视角,分析B2C电子商务商业模式要素及要素间的相互关系;其次,将B2C电子商务商业模式划分为价值主张、价值创造与传递、价值获取三个子系统,构建B2C电子商务商业模式动力学模型;最后,采用系统动力学对模型进行定性研究和定量分析,探索B2C电子商务商业模式的价值创造过程和动态演化过程。本文取得如下研究成果:(1)采用系统动力学探索B2C电子商务商业模式的价值创造和动态变化过程,得到影响该模型的关键要素;(2)用户是B2C电子商务商业模式的核心要素,用户需求是B2C电商企业发展的根本,培养用户忠诚度是B2C电商企业盈利和持续发展的关键;(3)未来几年企业规模增长对B2C电商企业发展影响不显著,采取平台开放战略对于B2C电商企业的收入和利润有显著影响。
[Abstract]:Business model is an abstract and rational understanding of how enterprises create and transmit value and acquire value, which is the core competitiveness of enterprises.Based on the perspective of value creation, taking B2C e-commerce business model as the research object, this paper studies how to effectively construct a business model that can bring sustainable value creation for enterprises to promote B2C. Firstly, this paper systematically reviews the business model, e-commerce business model related research, based on the value creation perspective, analyzes the B2C e-commerce business model elements and the relationship between the elements; secondly, the B2C e-commerce business model is divided into value proposition, value creation and transmission, value acquisition. Three subsystems are constructed to construct the dynamic model of B2C e-commerce business model. Finally, the model is analyzed qualitatively and quantitatively by using system dynamics to explore the value creation process and dynamic evolution process of B2C e-commerce business model. (2) Users are the core elements of B2C e-commerce business model, and user needs are the basis of the development of B2C e-commerce enterprises. Cultivating user loyalty is the key to the profitability and sustainable development of B2C e-commerce enterprises; (3) The growth of enterprise scale in the next few years will affect B2C e-commerce enterprises. The development impact is not significant, and the adoption of platform opening strategy has a significant impact on the income and profits of B2C e-commerce enterprises.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274
[Abstract]:Business model is an abstract and rational understanding of how enterprises create and transmit value and acquire value, which is the core competitiveness of enterprises.Based on the perspective of value creation, taking B2C e-commerce business model as the research object, this paper studies how to effectively construct a business model that can bring sustainable value creation for enterprises to promote B2C. Firstly, this paper systematically reviews the business model, e-commerce business model related research, based on the value creation perspective, analyzes the B2C e-commerce business model elements and the relationship between the elements; secondly, the B2C e-commerce business model is divided into value proposition, value creation and transmission, value acquisition. Three subsystems are constructed to construct the dynamic model of B2C e-commerce business model. Finally, the model is analyzed qualitatively and quantitatively by using system dynamics to explore the value creation process and dynamic evolution process of B2C e-commerce business model. (2) Users are the core elements of B2C e-commerce business model, and user needs are the basis of the development of B2C e-commerce enterprises. Cultivating user loyalty is the key to the profitability and sustainable development of B2C e-commerce enterprises; (3) The growth of enterprise scale in the next few years will affect B2C e-commerce enterprises. The development impact is not significant, and the adoption of platform opening strategy has a significant impact on the income and profits of B2C e-commerce enterprises.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F274
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